The new sponsor of SA fashion week is Lee Cooper and Elle magazine, that will oversee the Elle New Talent Competition at the 9th annual SA fashion week (SAFW).

The talent competition is organized for designers, who are establishing their own labels or working under another designer. The theme of this years competition is “Denim with a difference”. The designers are required to create the collection made mostly of denim. The demand and the topic of the contest are the result of  the sponsorship by Lee Cooper denim empire.

The program director Dion Chang says: "The Lee Cooper/Elle New Talent-show at SA Fashion Week is a unique opportunity for young, up-and-coming designers to launch themselves to the South African fashion industry. Unlike any of the other student competitions, this competition's focus is on post-graduate students who have started their own labels - designers who are already getting acquainted with the 'business of fashion' and have a client base or are selling to stores."

This competition helped such designers as David Tlale, who became a winner in 2003. Design house Stoned Cherrie also debuted on the Elle New Talent Competition. This year’s winner will get the opportunity to show-off his/her new collection at the next SAFW and will visit the Lee Cooper design center in Paris and denim factory in Tunisia.

The SAFW 2005 takes place at the Sandton Convention Center from 28th of July to Sunday 31st.